STORYTELLING EN LA GUERRA RUSIA-UCRANIA #CreativesForUkraine, un proyecto de activismo transmedia en el sector creativo europeo.

The research describes the storytelling created by the European creative community in response to the invasion of Ukraine. Methodologically, it includes a content analysis of the #CreativesForUkraine project creations and two questionnaires addressed to authors and recipients. The results show high harmony of sense and interpretation between the two poles of the communicative process. Among the conclusions, the storytelling that sympathizes with Ukraine prevails, reserving the role of dystopian villain to Vladimir Putin. Digital communication and transmediality are the critical factors for spreading the message and calling to action. [ABSTRACT FROM AUTHOR]